Our newest team member and content creator, Anthony McNamara takes a stand on writing for your audience – not the algorithms.
Most professions attract people to them for a range of reasons. Law, for example, will attract those enticed by the potential earnings as much as it will attract those with an overwhelming desire to see justice done. Providing both do their jobs well, the motivation isn’t particularly important.
However, this is where content writing is a different beast.
For the love of words
The primary motivator for pretty much all content writers (and I make this bold claim with absolutely no empirical data to back it up) is the desire to make a living doing what we love – writing.
In this, I am no different. The thrill of concocting a clever metaphor or constructing a killer closing paragraph (with just the right amount of alliteration) is palpable on those occasions I pull either off. More so when I receive an emphatic “good job” from the client.
And yet, as my years penning words for cash pass, I am increasingly motivated not only by an earnest love of writing, but by a sense of indignation. I still see so much content that has demonstrably not been written for the enjoyment and/or enlightenment of the reader and really it grinds my gears, as the kids say.
I should pause here to affirm that I am in no way taking a pot shot at my content writing kinfolk. Most of what I see that so infuriates me has either not been written by a professional content writer or has, but clearly under the duress of either stringent SEO objectives or anxious marketing managers keen for something, anything to be published.
SEO at the price of coherency
Addressing the former, though the faceless Google algorithms to which we are all beholden are allegedly becoming savvy to it, much content is still produced only with them in mind, and not the actual human beings who have to read ‘cheap, reliable laptop’ 17 times in one 400 word blog.
It’s not just SEO though. Plenty of businesses are shrewd enough to know that regular content output is a good thing, but on those occasions they have nothing much to say, force their writers to say it anyway.
For example, I once read a blog about resolving office conflicts. One piece of scholarly advice contained within was, in the event of an argument, to “walk away and count to 10”. Yes, they had re-purposed lesson one from ‘Anger Management for Toddlers’ for grown, professional adults with mortgages and NutriBullets. If I’d been so angered by this banality and the utter waste of precious seconds of my life reading it, how many others had been similarly angered? How many of those were potential customers?
It’s true that writing with the algorithms as your target audience will get you high up on the results pages. It’s equally true that regularly updated content on your website will make you appear committed and active. But if the final destination is a hastily cobbled together, anti-climactic piece, it will reflect poorly on your brand.
Of course, this should not be the sole motivation for wanting to produce great content. Motivation should also come from the fact that word will soon get around if you become a reliable repository of well-crafted insight. With the right strategy backing it up, regular quality content can elevate your brand to the position of influencer, aka Content Marketing Shangri-La.
Finding your content is one thing, enjoying the consumption of it quite another
The point I’m trying to make (and it’s a fair criticism that I’ve gone round the houses making it), is that your written content should always, always be an illuminating read. Even if it has been written with SEO in mind, or because it’s been a fortnight since your last blog, always assume that someone, somewhere will actually take the time to read it from top to bottom.
Speak to that person. Respect their intelligence and make an effort to involve them in the conversation because that’s what’s happening when they’re reading your words. If you have no new knowledge at that moment to share, revisit something old and put a fresh, entertaining spin on it. And if, for whatever reason, you’re unable to do this, pass it over to someone who can.
I’ll end this semi-rant with some advice and that is to remember the following: When a potential customer is reading your content, at that moment you are in dialogue with them. Even if indirectly, you are giving them reasons why your services and yours alone are the ones they need.
The question is, how useful are those reasons, and how well are you getting them across?